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samenvatting marketing & projectmanagement 2WBV
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samenvatting marketing & projectmanagement 2WBV
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MARKETINGBo Verniers
,Inhoudsopgave
1 INLEIDING MARKETING ........................................................................................................... 0
1.1 COMMUNICATIE – MARKETING - RECLAME ..................................................................... 0
1.2 HET COMMUNICATIE PROCES ......................................................................................... 0
1.3 MARKETINGBELEID: HET MANAGEN VAN DE MARKETINGINSPANNINGEN ...................... 1
1.3.1 MARKETINGOMGEVING ............................................................................................... 1
1.3.2 MARKETINGBELEID ....................................................................................................... 1
1.4 DE VIER BASISTAKEN VAN HET MARKETING MANAGEMENT ............................................ 1
1.4.1 FASE 1: MARKETING ANALYSE ...................................................................................... 1
1.4.2 FASE 2: MARKETINGPLAN ............................................................................................. 0
1.4.3 FASE 3: IMPLEMENTATIE VAN HET MARKETINGPLAN................................................... 0
1.4.4 FASE 4: CONTROLE (EVALUATIE EN BIJSTURING) .......................................................... 0
1.5 RISICO ANALYSE.............................................................................................................. 0
1.6 MARKETINGCOMMUNICATIEPLAN ................................................................................. 0
1.7 BASISELEMENTEN VAN DE 4 P’S (4C’S) ............................................................................. 1
1.7.1 DE BELANGRIJKE PROMOTIE-INSTRUMENTEN ............................................................. 0
1.7.2 VAN 4 P’S NAAR 4 C’S ...................................................................................................... 0
1.8 ENKELE BELANGRIJKE TERMEN RONDOM COMMUNICATIE ............................................. 1
1.9 MERKEN ......................................................................................................................... 3
1.9.1 MERKCATEGORIEËN ..................................................................................................... 3
1.9.2 SUCCESVOLLE MERKEN ................................................................................................. 3
1.10 ENKELE BELANGRIJKE TERMEN........................................................................................ 0
2 DE COMMUNICATIE VAN EEN ONDERNEMING ........................................................................ 0
2.1.1 GEÏNTEGREERDE MARKETINGCOMMUNICATIE (IMC) .......................................................... 0
3 DE MARKETING COMMUNICATIE MIX ..................................................................................... 0
3.1 CREATIEF CONCEPT – CREATIVITEIT ................................................................................. 0
3.1.1 BRIEFING ....................................................................................................................... 0
3.1.2 VERSCHILLENDE CULTUREN .......................................................................................... 1
3.2 RECLAME ........................................................................................................................ 1
3.2.1 VROEGER EN NU ........................................................................................................... 1
3.2.2 SOORTEN RECLAME ...................................................................................................... 0
3.2.3 VOORDELEN VAN RECLAME .............................................................................................. 0
3.2.4 RECLAME APPEALS/AANSPREEKSTRATEGIEËN ............................................................. 0
3.2.5 NIEUWE RECLAMEFORMATS ........................................................................................ 1
3.3 PUBLIC RELATIONS.......................................................................................................... 2
3.3.1 SOORTEN PUBLIC RELATIONS ....................................................................................... 3
3.4 SPONSORING .................................................................................................................. 0
3.4.1 SOORTEN SPONSORING ................................................................................................ 0
3.4.2 SWOT SPONSORING...................................................................................................... 1
3.5 SALESPROMOTION/VERKOOPSPROMOTIE...................................................................... 1
,3.5.1 VERSCHILLENDE SOORTEN PROMOTIES ....................................................................... 2
3.5.2 MIDDELEN OM AAN PROMOTIE TE DOEN ............................................................................. 0
3.6 INSTORE COMMUNICATION ........................................................................................... 0
3.6.1 POP (POINT OF PURCHASE)/ POS (POINT OF SALES)/POP COMMUNICATIE ................. 0
3.6.2 WINKELATMOSFEER ..................................................................................................... 1
3.7 DIRECT MARKETING ........................................................................................................ 0
3.7.1 VOORDELEN EN NADELEN ............................................................................................ 1
3.7.2 VERSCHIL TUSSEN MASSAMEDIA EN DIRECT MEDIA..................................................... 1
3.7.3 GEADRESSEERDE EN NIET GEADRESSEERDE MEDIA............................................................... 1
3.7.4 DATABASE ..................................................................................................................... 2
3.8 PERSOONLIJKE VERKOOP ................................................................................................ 2
3.8.1 VOOR – EN NADELEN PERSOONLIJKE VERKOOP ........................................................... 2
3.9 BEURZEN, EVENEMENTEN, TENTOONSTELLINGEN ..................................................................... 2
3.9.1 VOOR- EN NADELEN VAN BEURZEN ...................................................................................... 3
3.10 ONLINE COMMUNICATIE ..................................................................................................... 3
3.10.1 VOORDELEN .................................................................................................................. 3
3.11 SOCIALE MEDIA ................................................................................................................ 3
3.12 MOBILE MARKETING....................................................................................................... 3
3.13 ZOEKMACHINE MARKETING ........................................................................................... 4
3.13.1 ZOEKMACHINEOPTIMALISATIE ..................................................................................... 4
3.14 VIRAL MARKETING .......................................................................................................... 4
3.15 AFFILIATE MARKETING.................................................................................................... 4
3.16 BANNER.......................................................................................................................... 4
, 1 INLEIDING MARKETING
1.1 COMMUNICATIE – MARKETING - RECLAME
COMMUNICATIE =
= overkoepelende begrip van onderstaande woorden.
= Proces waarbij een persoon, instelling of groep (zender) een bewustzijnsinhoud
(boodschap) tracht over te brengen naar één of meer andere personen, instellingen
of groepen (ontvangers), en dit door middel van een kanaal, signalen en tekens.”
MARKETING =
- Marketing is de verzamelnaam voor de manier waarop je met de markt
communiceert, waarmee je jouw product-dienst-onderneming in de markt zet.
- Marketing zijn alle activiteiten die ingezet kunnen worden om de verkoop te
ondersteunen.
- Marketing zijn alle vormen van communicatie die een bedrijf kan inzetten om winst
te maken.
- Marketing zijn de vier p’s: product, prijs, plaats, promotie.
RECLAME =
= promotie = 1 van de P’s = doel om duidelijk iets over te brengen
= dwingendste communicatievorm waarbij zenders eisen dat je ze ziet (vb.
Reclamespots op TV, niet kunnen doorspoelen,)
à Reclame en marketing zijn vormen van communicatie
à Reclame is element van marketing!
1.2 HET COMMUNICATIE PROCES
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